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Each alternative has some both advantages and issues. For example, while a Consumer campaign would have broad coverage of segments, it is costly and awareness fades.Plumbers are a key influencer for the Value and Standard segments. These segments are large enough to support sales targets. These customers seek performance, convenience and service ... Which Quartz can deliver, and as Mike has shown, it can do so at a competitive price.

A closer look at the market potential for each of the segments is necessary to understand whether they can support sales goals. Traditionally, the consumer market is divided among Value, Standard, Premium, DIY and Developers. We wanted to examine the market from the perspective of the purchase decision process. Who are the key influencers in shower selection, and how many purchases do they influence? We could then contrast this against sales targets (100 to 200 units / day). We see that, for example, Showrooms install about 94,000 units / year. We’d need 27% to 53% of that to make sales goals. That significant and hard. Plumbers who influence Value and Standard consumer segments install 185,000 units / year. Sales targets we reach 13 to 27% of that. A more feasible goal.

We used a force rank decision matrix to summarize our recommendation based on two key criteriaSales Volume reflects the degree to which the option can feasibly deliver on sales targets.ROI reflects the degree to which the option delivers positive financial results, inclusive of costs.Recommendation: Target the Plumber Influenced Value and Standard segments. Trade shops will stock what plumbers demand.

We’ve shown that Quartz has features and price suitable for the Value and Standard segments.These segments can support Aqualisa’s sales goals. We can reach these segments through Plumbers, who are a key influencers.There may be a concern that Aqualisa has tried to reach plumbers previously without success. We believe this is because the previous attempt didn’t carry the plumbers through the stages of the AIDA model.

In the previous attempt, Aqualisa contacted plumbers and explained the benefits. And then waited. A plumber is unlikely to understand the real value of Quartz until they’ve tried an installation. But once they do, experience shows they love it and actively seek out other jobs. A successful campaign needs to do more than simply generate awareness. A prolonged campaign with repeated plumber contacts is required to get the plumbers to try that first installation. The campaign will overcome concerns that inhibit interest, by stressing the 5-year parts and labour warranty and a new limited warranty to cover installation problems on the plumber’s first install. We’ll encourage a Desire amongst plumbers for Quartz by emphasizing the profit potential of a quicker installation process. Finally, the campaign will seek to generate Action with a one-time-per-plumber free trial offer and follow-up contacts to emphasize the message, answer questions and monitor campaign progress.

21.
Contingency Plan<br />Continuous and real-time monitoring – will help to evaluate degree of success<br />Increase rate of follow up contact to plumbers<br />Increase the number of plumbers targeted<br />Revise materials and/or offering<br />